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VERONA, Italy, Sept. 11, 2025 ~ The wine industry is set to gather in Chicago on October 5-6, 2025 for the debut of the wine2wine Vinitaly Business Forum. This marks the first international edition of the event, which will take place at the iconic Navy Pier. The two-day program boasts a diverse lineup of sessions across multiple thematic "tracks", providing valuable insights and expertise to wine professionals from around the world.
One of the main focuses of this year's forum is addressing the significant changes happening in media and technology, consumer behavior, and international trade. With these shifts comes a need for producers, distributors, and communicators to stay informed and equipped with the necessary tools to thrive in an increasingly complex trading environment.
The Communication track offers a variety of sessions led by industry experts. Felicity Carter will discuss the potential and pitfalls of generative AI tools such as ChatGPT in her session "The Promise and Perils of Generative AI in Wine". She will explore how wineries can utilize AI while avoiding generic and unoriginal content.
Robert Joseph's session "The End of an Era: What the Collapse of Traditional Wine Media Means for Communicators – and the Industry" delves into how traditional critics are losing ground to influencers and peer reviews. He will examine what this shift means for brand visibility and consumer trust in today's fragmented media landscape.
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Karen MacNeil's session "Promoting Wine – Achieving Success in a Hostile Environment" will reveal successful strategies for promoting wine amidst health-related scrutiny, shifting generational tastes, and competition from alternative beverages. She will showcase campaigns such as Come Over October and Share & Pair Sundays that have overcome industry challenges through creativity.
A dynamic panel featuring Jessica Dupuy DipWSET, Doug Frost MW, MS, and Jim Bube MS will decode the value and perception of wine's most respected credentials - Master Sommelier (MS) and Master of Wine (MW). They will guide professionals in choosing the educational path that best suits their goals in their session "Wine Titles Decoded: Why MS and MW Both Matter".
Felicity Carter and Kristen Reitzell will explore the state of wine podcasts in their session "Talking Wine in a Talking World: The State of Wine Podcasts Today". They will discuss how podcasts compare to other channels, their ability to build loyal audiences, and whether audio can truly capture a sensory product like wine. They will also highlight leading examples in education, trade, storytelling, and entertainment.
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The Economics & Trade Insights track offers sessions focused on navigating the current market challenges. Benjamin Aneff's session "Navigating Tariff Turbulence: Strategies for Italian Wine Producers Amid U.S.–Italy Trade Shifts" provides actionable strategies for Italian wine producers to sustain market share amidst ongoing U.S. tariffs. Attendees will learn how to leverage advocacy, strengthen importer partnerships, and emphasize the unique value of Italian wine.
John Gillespie's session "Beyond the Decline: how American 21-39 year-olds really see wine" unveils the results of a July 2025 survey of U.S. beverage alcohol consumers aged 21-39. The primary objective is to detail the current position of wine among this consumer segment and its overall usage and attitudes towards beverage alcohol.
The full program for the wine2wine Vinitaly Business Forum - Chicago Edition is now available on their official website at https://www.vinitalyusa.com/program-wine2wine. With an impressive lineup of sessions covering various aspects of the contemporary wine industry, this event is not one to be missed by industry professionals looking to stay ahead in an ever-changing market.
One of the main focuses of this year's forum is addressing the significant changes happening in media and technology, consumer behavior, and international trade. With these shifts comes a need for producers, distributors, and communicators to stay informed and equipped with the necessary tools to thrive in an increasingly complex trading environment.
The Communication track offers a variety of sessions led by industry experts. Felicity Carter will discuss the potential and pitfalls of generative AI tools such as ChatGPT in her session "The Promise and Perils of Generative AI in Wine". She will explore how wineries can utilize AI while avoiding generic and unoriginal content.
Robert Joseph's session "The End of an Era: What the Collapse of Traditional Wine Media Means for Communicators – and the Industry" delves into how traditional critics are losing ground to influencers and peer reviews. He will examine what this shift means for brand visibility and consumer trust in today's fragmented media landscape.
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Karen MacNeil's session "Promoting Wine – Achieving Success in a Hostile Environment" will reveal successful strategies for promoting wine amidst health-related scrutiny, shifting generational tastes, and competition from alternative beverages. She will showcase campaigns such as Come Over October and Share & Pair Sundays that have overcome industry challenges through creativity.
A dynamic panel featuring Jessica Dupuy DipWSET, Doug Frost MW, MS, and Jim Bube MS will decode the value and perception of wine's most respected credentials - Master Sommelier (MS) and Master of Wine (MW). They will guide professionals in choosing the educational path that best suits their goals in their session "Wine Titles Decoded: Why MS and MW Both Matter".
Felicity Carter and Kristen Reitzell will explore the state of wine podcasts in their session "Talking Wine in a Talking World: The State of Wine Podcasts Today". They will discuss how podcasts compare to other channels, their ability to build loyal audiences, and whether audio can truly capture a sensory product like wine. They will also highlight leading examples in education, trade, storytelling, and entertainment.
More on illi News
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The Economics & Trade Insights track offers sessions focused on navigating the current market challenges. Benjamin Aneff's session "Navigating Tariff Turbulence: Strategies for Italian Wine Producers Amid U.S.–Italy Trade Shifts" provides actionable strategies for Italian wine producers to sustain market share amidst ongoing U.S. tariffs. Attendees will learn how to leverage advocacy, strengthen importer partnerships, and emphasize the unique value of Italian wine.
John Gillespie's session "Beyond the Decline: how American 21-39 year-olds really see wine" unveils the results of a July 2025 survey of U.S. beverage alcohol consumers aged 21-39. The primary objective is to detail the current position of wine among this consumer segment and its overall usage and attitudes towards beverage alcohol.
The full program for the wine2wine Vinitaly Business Forum - Chicago Edition is now available on their official website at https://www.vinitalyusa.com/program-wine2wine. With an impressive lineup of sessions covering various aspects of the contemporary wine industry, this event is not one to be missed by industry professionals looking to stay ahead in an ever-changing market.
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